Week 4 - MBA 6101 - Guerilla Marketing

All that we have learned up to this point is just the beginning of our war operations, but we can be sure we have set our marketing plan on a strong foundation. Now, we need to begin planning our guerilla marketing attack with an appealing, core story. To do this, you have to be aware of what business you are in, what goal you are pursuing, what benefits you offer, what your competitive advantages are, what your fears are, etc. Also, for your strategic target, consider the Big Four - relatively new markets that have emerged as viable targets: (a) older people, (b) women, (c) ethnic groups, especially Asian Americans and Hispanics, and (4) small businesses, especially home-based businesses (Levinson, 2007, pp. 37, 38).

Your strategic plan must consider the purpose of your campaign. It should not be just that you want your public target to see your ad. Instead, it should be something more strategic like what you want your target to do with your ad. Do you want them to visit your store, scan a QR code, clip a coupon, call a number, look for your product when shopping, or what? This is key to creating a strong strategy. In addition, think about how you will get them to do it, what your target(s) is(are), the marketing weapons you will employ, what you stand for, how you want them to see your business, and, finally, how much money of your gross income you will spend on this.

References

Levinson, J. C. (2012). Guerrilla Marketing (4th Edition) [Kindle edition]. HarperCollins. Retrieved from Amazon.